PR and sales – cut from the same cloth?

I think we are. And I say that with complete sincerity. (Pause for the sound of people throwing things.)

I actually think our profession has a lot more in common with sales than with marketing.

For the record, I grew up in sales. My dad owned a couple of fabric and drapery stores in Winnipeg. And watching him go about his business, I learned that the best sales people, like the best public relaters, are all about two-way relationships. Listening. Helping. Telling a story well and truthfully. Being social. Engendering trust.

Now that’s not to say we’re completely altruistic. Like any business we’re goal-oriented. But we don’t create visuals that do nothing but dazzle, sweep you off your feet with sweepstakes or deliver direct mail directly to the circular file.

Sure there are stereotypical images of high pressure salesman – hucksters – who see you as nothing more than a commission. The same holds true for certain PR people – call them hypesters – who’ll stoop to anything to get their client’s name ‘in the press’. Both types give their respective professions a bad name.

But have you ever sat in a room full of great sales folks and listened to them swap stories? You really get a sense that they like and respect their customers/clients, and will go out of their way to help.

And if they’re really good, they know they won’t always win or hear the answer they want. But that doesn’t matter. They’re in it for the long haul.

Sounds familiar, doesn’t it.

So… sales and PR – cut from the same cloth, as the son-of-a-fabric-man might say. What do you think of that?

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